Megatrends

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Concentrates in Croatia

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Executive Summary

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PROSPECTS

Continued growth of powder concentrates at the expense of liquid concentrates

Liquid concentrates previously dominated the concentrates category, but failed to follow consumer trends and remained at the same point in terms of innovation. At the same time, powder concentrates have seen significant creativity in the launch of new products.

An economy positioning might not be enough to ensure success

Concentrates’ key unique selling proposition is their low prices. In RTD terms, overall they have the lowest unit price per litre among all soft drinks.

Per capita consumption on the limits of maturity

Once converted to RTD volume, consumption of concentrates ranks close to the largest soft drinks categories, like bottled water and carbonates. Liquid concentrates are often purchased to be used at social events like parties, or when receiving guests at home.

COMPETITIVE LANDSCAPE

Health positioning for Cedevita

Cedevita, the leading brand in concentrates, has been around for almost 50 years, but took off after being acquired by Atlantic Grupa dd in 2001. The company skilfully positioned Cedevita, which is a powder concentrate, as a sort of vitamins and dietary supplements product in liquid form.

Liquid concentrates not very active in 2018

It seemed as if liquid concentrates were on the verge of a breakthrough earlier in the review period, as small local manufacturers started to launch interesting new products using local ingredients, and it appeared that the big manufacturers might follow them. Innovations have, however, been less significant since then.

New launches for Cedevita’s anniversary?

Approaching its 50th anniversary, Cedevita has announced a revamp of its recipe, even drawing money from some European funds to help with the research. Nothing has come out in public yet, so either no breakthrough has been made or the company is saving the launch for its 50th anniversary.

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